The Consumer and their Relation to the Commodity According To Marx, De Certeau; and Horkheimer and Adorno Introduction A consumer is an individual who purchases a commodity or services for own use, and not the purposes of resale or further manufacture. Additionally, a consumer is an individual who can make the choice, to either purchase or fail to do so, at the place of purchase. The consumer is also characteristic with being an individual who can be influenced by advertisements and other marketing strategies. Also, in the cases when an individual goes to a store and purchases a shirt, toy, a beverage or any other purchased commodity, they are arriving at the decision to do so as a consumer.
On the other hand, a commodity is any physical substance, these including metals, foods, and grains – which is exchangeable with another commodity of the same kind, which traders buy or sell, typically though futures agreements Another characteristic of any commodity is that the price of the given product at any given time is subject to the law of supply and demand.
Notably, risk is actually the fundamental reason on the basis of which – the barter trading of the basic farming commodities began (Ozanne & Jeff 129-144). According to the review of De Certeau’s publication: the practice of everyday life: walking in the city, the tactics and the strategies discussed are in operation during the process of making product choices among customers. These choices are, however, based on the consumers’ relationship to the different commodities that consumers encounter on a daily basis. The expressed viewpoint is drawn from the experiences of every person within the community.
The argument is deliberately presented in a poetic manner. The book centers upon the uses that the consumers make of, from the things that they purchase, or that which they decide to buy. The book also talks of the different networks that are operating within the society, which play the role of helping people oppose and avoid the order presented by institutions. De Certeau goes further to argue that the disciplinary constructions contained by the institutions within the society are deflected by developed tactics: the participants within the society in question offer an anti-discipline.
Further, the consumers within the society, through the same tactical development, make their own tactically developed paths, which are somewhat unpredictable. These paths that are formulated by the consumers cannot be described fully, from a formal, official or a statistical point of view (Certeau 76).
Certeau, Michel de. The Practice of Everyday Life. Berkeley: University of California Press, 1984: 76.
Fiske, John. Media Matters : Everyday Culture and Political Change. Minneapolis, Minn.: University of Minneota Press, 1994: 124.
Holt, Douglas. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding." Journal of Consumer Research 29., (2002): 70-88.
Horkheimer, Max. & Adorno, Theodor. The culture industry: Enlightenment as mass deception (J. Cumming, Trans.). In Dialectic of Enlightenment. Continuum International Publishing Group, 1976. pp. 120-167
Ozanne, Julie. & Jeff, Murray. "The Critical Imagination: Emancipatory Interests in Consumer Research." Journal of Consumer Research, no. 18. (1995): 129-144.